Purehearted
“Based on a true story. Majimu, an office worker in Naha City, embarks on a journey to make a new type of rum using Okinawan sugarcane.”
I mean with a description like this, how can you not be intrigued. Basically it’s a dramatized “Jiro Dreams of Sushi” but for rum. Super random and something I’d ONLY trust the Japanese to do right. Why is it that the Japanese are able to take a concept and turn it into the ultimate apex of the craft. Making something as close to perfection as humanly possible: whether sushi, sake, French pastries, wine, tofu, green tea or whatever. It’s incredible. The care. The craftsmanship.
Majimu decides to apply for her company’s in-house ventures competition after trying a foreign rum. She realized there is no local rum. She gets inspired to make it. Okinawan rum using freshly squeezed sugarcane: in a style called Rhum Agricole. “Why does delicious alcohol make you feel so happy?”
Her entrepreneurial journey begins and like all journeys it’s a rough start. She is discouraged by her family: “it ain’t an easy thing to do, making stuff for people’s mouths.” But she makes it past the first round and starts to learn about the details of rum and figure out where to find the top ingredients around Okinawa. An example of “You can just do things.”
Like many Japanese people, Majimu goes all in on her dream. Detailed research and plans. As they said in the movie: “it’s not a pipe dream if you take action.”
She crushes it and makes it past phase 2 but as usual runs into challenges. Reality. She needs to figure out a distiller, suppliers and a license. Convincing a stubborn village headman on her idea.
But she is determined: “I know nothing about making alcohol. I don’t know how hard it is to create a product but I’m determined to make one Okinawa can be proud of…..All I want is to make Okinawan rum.” She gathers believers along the way. Early believers. No startup ever succeeds without this happening.
She draws inspiration from her family’s tofu business. “You need to know the face of the person making it. Make sure you get the most important things right.” The basics: The founder matters. Founder driven sales and founder driven customer support. Founder driven product. The founder is everything.
We are entering a world where people are tired of buying from big faceless corporations. Small & personal is better. And customers will pay a premium for it. Especially if there is a personal touch and relationship with the founder. One of the overlooked advantages of early stage startups. The best founders are purists. They really care and it shows. They are obsessive and relentless like Majimu.
“We need more than knowledge. We need someone who is with us all of the way. I’m sure now.” You need to create a movement. A religion. A cult even. This is how you manifest ideas into reality. She even finds a distiller that shares her same values & love of the product.
“Making alcohol is like raising a child. It changes and develops every day so you’ve got to give it love and attention. That’s my duty as a parent…..a winemaker can only produce a limited amount during their lifetime so I want my wine to be loved and shared by everyone. That’s why with every bottle, I put my heart into it….and I always will.”
This mindset is why Japanese products rock. This is why startups rock. What an inspiration.
“If you try to do something. You can do anything. If you don’t try something, you’ll never be anything. Those who are purehearted, without fail, through whatever, they’ll have their wishes granted. And flourish forever.”